Spend More Time with Narrative Content for your Business
Successful businesses are built on stories. People have loved hearing stories for thousands of years and we are seeing increased growth as far as stories go in marketing efforts today. See, effective marketers and entrepreneurs are shifting so much more of their content to narrative content.
Because it works. It elicits the right emotion from its audience and creates a relatable connection early on.
Think about the habits and behaviors of people on social media; curiosity, entertainment, keeping up with friends and family, wasting time, etc.
Effective stories meet just about every one of those needs.
So, it is probably of little surprise to you that brands have shifted this way, big time. This post is going to help you figure out where to start and, discover the things your audience is just waiting to hear from you!
Narrative Content in Business is Super Important
Content can be told in many different forms. And, with an evolving story line content creators must be specific about continuity and consistency, avoiding any holes. Your story has to resonate with people at a level that goes way beyond what’s tangible — the functionality, features, and benefits of your products or services.
Narrative content helps to create a deep, emotional connection with your audience.
You have to create something that they want to be a part of and show that you really “get” who they are and what they need. A big reason we lean on the customer avatar so much is for this primary reason.
Stories make life interesting and give people a way to connect.
People crave them, which creates a big opportunity for narrative content. Here are a handful of questions that will help you start to peel back the layers of your story, your developing brand and your business.
4 Key Questions to Ask yourself to help Craft your Story
I would strongly encourage you to grab a pen and paper and make some notes as you begin to craft your narrative content. This is always something you can build on and continue to add details along the way.
Why are you in business?
To tell your story and aid that narrative piece, you have to know your reason for being in business and be able to articulate it clearly. What is your purpose? What is important to you? And, what makes your product or service different from the competition?
What is the backstory?
People want to know the history of your products or services and how they came to be BUT, they also want to know about you! Has anyone else owned your company? How did it come to be? Was there a creative or historical event behind the inception or launch of your business?
Who are the characters?
What was your business inspired by? Was there an aha moment while jogging? To find the heart of your story, start by identifying all of the people who make your business thrive, and use them as your cast of characters (testimonials, development, etc.)
Make note of the struggles
Failure often breeds success. Showing people how you failed along the way and transparently embracing those downfalls demonstrates the humanity of your business and will help them feel more connected to you on a personal level. Remember to always leave a bright light after a dark tunnel. Be that beacon of hope for others out on their own journey (business or otherwise).
Narrative content is the future (and the now) of marketing.
When data and stories are used together, they are able to move your audience both intellectually and emotionally. Story is one of the most powerful ways to share your message because it is remembered much longer than facts and figures, and people are more likely to be persuaded.
How will you incorporate narrative content into your marketing efforts?
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